Managing marketing productivity

Date of publication: September 1, 1988


In this article we present new characterizations of marketing productivity that address current trends in the economy and in information technology. Recent work in the field of management science, building on ideas from engineering, economics and statistics, offers the first satisfactory multi-input, multi-output measure of productivity. It does so in a way that is meaningful to managers, is especially suited for use in the growing service economy, and leads to the real-time control tools that are needed to manage productivity in actual enterprises.

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